Challenging Conventions, Building Solidarity

The Routledge Companion to Critical Marketing 2026 Book chapter

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Authors: Mark Tadajewski, Matthew Higgins, Janice Denegri-Knott, Rohit Varman
DOI: 10.4324/9781003561347-1
Cited by: 1

Abstract

In this chapter, we will weave a history of marketing theory and practice that permits us to juxtapose mainstream and Critical Marketing scholarship. From this, we unpack core assumptions underwriting Critical Marketing Studies, including ontological denaturalisation, defatalisation, epistemological reflexivity, critical performativity and solidarity building. Our narrative then introduces each chapter in the Companion .

Fields of Study & Subjects

Hong Kong and Taiwan Politics Peace and Human Rights Education Peacebuilding and International Security

Publication details

Journal / source
The Routledge Companion to Critical Marketing
Publisher
Routledge
Pages
1–46
Publication date
3 March 2026
Language
EN
Document type
Book chapter